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Covid-19 Cultural Participation Monitor: December 2020

This report from The Audience Agency shares findings from a nationwide survey on the public’s views about participating in creative and cultural activities through the pandemic. It is part of a wider national research programme that is building a robust and in-depth picture of the impacts of Covid-19 on the UK’s cultural sector.


Published: 2020 | Resource type: Research

Members of an audience standing and looking forward

My essential reads: understanding audiences

When we think about audience research, are we hoping to engage people who are new to the arts, deepen the experience of those who already attend, or demonstrate the cultural value of live arts events? Stephanie Pitts shares four recommended reads to help deepen your understanding of audiences and audience research.


Published: 2020 | Resource type: Essential reads

Impactful Insights – a data-driven approach to audience development

A straightforward guide from Creative Scene that shares insights about the value of using data to better understand and engage audiences.


Published: 2020 | Resource type: Case studies

The DNA of Brand – Shakespeare’s Globe

Successful brands articulate a clear promise and deliver on that promise through every gesture, each and every time someone comes into contact. A successful brand can never be ‘landed’ from above. Organisation-wide consultation and creative discussion is essential. Morris Hargreaves McIntyre take us through their work on the re-brand of Shakespeare’s Globe.


Published: 2019 | Resource type: article

Shakespeare’s Globe – the journey towards a CRM strategy

Follow the journey of Shakespeare’s Globe as they put in place a comprehensive CRM strategy. This in-depth article gives you useful pointers to powering up CRM within your organisation (whatever its size) and a framework that you can use for your own projects to make a business case for change.


Published: 2018 | Resource type: article

Image of Scythians

Marketing the unknown: a case study on the campaign for the BP exhibition Scythians: warriors of ancient Siberia at the British Museum

How do you get people to engage with something that they have never heard about? Ella Lewis-Collins, Senior Marketing Manager: Campaigns, British Museum takes us through the campaign for the BP exhibition Scythians: warriors of ancient Siberia including key takeaways on what to do to attract audiences to unfamiliar work.


Published: 2018 | Resource type: Case studies

Open Up Museums

Open Up is a new resource that can help you think about how to make your museum relevant to people who don’t currently visit and take action that will increase your visitor numbers, improve your resilience and better fulfil your organisation’s purpose.


Published: 2018 | Resource type: Research

Wearing New Shoes

Read the next in the series of AMA CultureHive articles. Lisa Baxter, Director of The Experience Business explains the value of customer journey mapping. What would you discover if you played the role of a new visitor to your venue? Originally published on Arts Professional.


Published: 2018 | Resource type: article

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Audience Persona Template

This new template created by Thrive will help you identify your ideal audiences


Published: 2018 | Resource type: Guide/tools

Bare necessities: segmentation made simple

Jenny Scudamore, from Baker Richards, explores ways to maximise engagement and income in her new guide ‘segmentation made simple’.


Published: 2018 | Resource type: article

Effective Audience Development Planning

The Audience Agency supports you through Audience Development Planning with this downloadable guide.


Published: 2017 | Resource type: Guide/tools

Audience Agency Sample Data Management Policy

The Audience Agency’s expert agents have put together a sample Data Management Policy Structure worksheet as a suggested approach to addressing personal data management to provide a framework for working towards and maintaining compliance with data protection regulations.


Published: 2017 | Resource type: Guide/tools

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Power Up

Chrissie Tiller re-evaluates what we mean by offering people access to culture. This Creative People and Places case study is an attempt to contextualise the journeys being made by participants, artists, partners and teams on the CPP programme.


Published: 2017 | Resource type: Case studies

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Ballet Austin: expanding audiences for unfamiliar works

This article by Andrew Decker, published by The Wallace Foundation, explores the steps Ballet Austin has taken to expand its audiences for unfamiliar works.


Published: 2017 | Resource type: Case studies

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20 Quick Fixes (training video)

Are you responsible for getting your organisation noticed by the outside world but have a million other things to do? This training video will give you 20 top tips to help you make your life more manageable by focusing on the marketing and communication tools that work.


Published: January 2014 | Resource type: Guide/tools

Not for the Likes of You Part 1 video still

Not for the Likes of You – Part 1 (training video)

This on demand training video is based on the Action Research project Not for the likes of you, which carried out a study of 32 cultural organisations that have successfully become accessible to a wider audience. Part 1 focuses on what you can do internally to attract a broader audience.


Published: November 2012 | Resource type: Guide/tools

Not for the likes of you Part 2

Not for the Likes of You – Part 2 (training video)

This training video is based on the Action Research project Not for the likes of you, which carried out a study of 32 cultural organisations that have successfully become accessible to a wider audience by changing their overall positioning and message.


Published: November 2012 | Resource type: Guide/tools

National Visual Arts Audience benchmarking

An overview of the research undertaken into audiences for visual arts through the National Visual Arts (NVA) cluster in Audience Finder, including recommendations for actionable insight.


Published: 2015 | Resource type: Research

Understanding live stand-up comedy from an audience perspective

In 2011 Dr Sharon Lockyer and her colleague Lynn Myers at Brunel University, undertook research into understanding live stand-up comedy from an audience perspective. The project consisted of both an online survey and a series of semi-structured qualitative interviews with stand-up comedy audiences. In this article Dr Lockyer reports on the five main themes that were identified in the semi-structured interview responses. This article was ... Read more


Published: 2014 | Resource type: article

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A contemporary music concert for children

In this JAM article Malgorzata Zamorska evaluates the success of the concert Kwartludium in Wonderland in opening a door to contemporary music for children.


Published: 2014 | Resource type: article